Table of Contents
1. EXECUTIVE SUMMARY 2
1.1. Objectives 2
1.2. Mission 3
1.3. Start-Up Summary 3
1.4. Company Ownership 4
1.5. Company Location 4
2. Products and Services 5
2.1 Description of Products and Services 5
3. Market Analysis Summary 5
3.1. Market Segmentation 6
3.2. Competitive Comparison 7
4. Strategy and Implementation Summary 7
4.1. Competitive Edge 7
4.2. Marketing Strategy 8
5. Management Team 8
5.1. Personnel Plan 9
6. Financial Indicators 9
6.1. Revenue Forecast 9
6.2. Break-even Analysis 10
6.3. Projected Profit and Loss 11
6.4. Projected Cash Flow 12
6.5. Sensitivity Analysis 14
7. BIBLIOGRAPHY 16

List of Figures
Figure 1: Start-up 4
Figure 2: Gross Margin and Profit 12
Figure 3: Year One Cash 12 List of Tables
Table 1: Start-Up Expenses 3
Table 2: Personnel Forecast 9
Table 3: Revenue Forecast 9
Table 4: Break-even Analysis 10
Table 5: Pro Forma Profit and Loss 11
Table 6: Pro Forma Cash Flow 13
Table 7: Projected Balance Sheet 13
Table 8: Best Case Scenario 14
Table 9: Worst Case Scenario 14

1. EXECUTIVE SUMMARY

Bistro, a successful business located on the ground floor of a commercial building in Johannesburg, South Africa, is currently available for sale to new management. The company is a quick service café that sells breakfast, coffee, pastries, and other typical café items. ABC catering, ABCC (also referred to as “the Company”) is a start-up business that will purchase this business and continue operating it with the same quality of products and services that has made Bistro a successful company during its years of operation.
Bistro taps into the market created by the workers in its office building, which has 100% occupancy. This customer based has brought about the Company’s success throughout its years of operation, and the Company’s new ownership expect it to remain constant as it